Why incorporate experiential or event marketing into your marketing mix?
Events create an entirely new opportunity to engage and connect with your customers and prospective buyers. Yes, social media is a great way to build a personal one-on-one relationship with your audience – if done correctly. And yes, traditional marketing tactics like television advertisements provide an unbeatable number of impressions (we will cover these tactics and more later on don’t you worry). However traditional marketing tactics, aside from the high costs, have become less and less effective as the marketing environment changes. And social media marketing is no longer a differentiation strategy. Of course we believe it can be very helpful and a great way to connect with your audience but it has become a requirement for any serious business.
To make your brand stand out from competition you have to put yourself out there – literally. Get that face to face interaction with your consumers. A post on Facebook, a board on Pinterest or a billboard on the highway won’t create a memorable, lasting impression of all that your company has to offer.
There are many types of events that can do this, each with their own set of pros and cons. Deciding what type of event you want to hold all depends on the industry you operate in, your target audience, your goals and your ambition. Sponsorships, virtual events, trade shows, in-store samplings, street teams, pop-up stores… the list goes on. There are so many examples but creating an experience for your customers could be as simple as a well-designed store layout.
Take the Apple for example, they offer a convenient, easy to use online store. However consumers love the fact that they can go into a physical store touch and feel – and snap a few photos on – the latest products. It’s true, have you seen how busy those stores are? They can speak to expert brand ambassadors in a no pressure environment and get help with their own devices. Walking into an Apple store is an experience all in its own. It provides a place to gain more information, try out products and most importantly it creates a community hub where raving fans and first-timers alike can enjoy everything Apple.
You are trying to create an experience that will resonate in the minds of your customers, it’s not easy. It is more than just a staged advertisement of your brand. It takes out-of-the-box thinking and resources, but when done correctly can create a relationship and generate buzz in ways that no other marketing tactic can.